This is the second installment in a series from Reuben Rink on effective branding.

In the first part of this series, JG went over the importance of brand consistency to building trust, loyalty and recognition. In part two, I’d like to dig deeper into the two terms that often seem interchangeable, when, in fact, they are different elements — brand and branding.

There’s a certain intuitiveness to this, but even experienced marketers can get confused about the distinction between the two. So let’s knock out a quick definition of each.

A brand is how people experience a particular entity, be it product, service, person, or organization. Brand is the thought and feeling around the engagement. Branding, however, is the collection of elements, actions and expressions that are used to define and embed that experience in peoples’ minds, whether through visual identity, tone of voice in communication, or a personal interaction.

Google’s handy AI search overview bot thingy goes so far as to say that “essentially, the brand is the result, and branding is the activity that shapes the result.”

But I would argue that’s not quite right. At the risk of turning this into a chicken-or-the-egg argument, brand comes first. The brand is the source, the foundation, the truth — based on an approach, a set of principles, and a simple objective. Branding is created to express and embody that truth to others. The brand is the substance that gives branding its power.

What about the logo?

Don’t get me wrong, I am not underselling the value of visual identity, or other elements of branding. They are vital. They represent the brand alive in the world. However, as often happens, marketers can get locked in to thinking of their brand as a collection of graphics or visual elements — logo, typeface, color palette, even a series of ads — without taking the time to make sure that those elements connect with that foundational truth that is the brand itself.

What about the audience?

Naturally, from the audience’s perspective, the branding is often what people engage with first. So, you might argue that the AI definition is correct. What’s critical to keep in mind here is that if the expectations set up by branding are not supported by the actual interaction with the brand, a disconnect emerges and the branding, regardless of how well executed, loses its power. When the perception doesn’t match the reality, the branding loses credibility and the brand loses equity. The brand gives branding its purpose.

So how do brands and branding stay connected?

JG presented a sound framework for creating and maintaining brand consistency in part 1 of this series. Although, to go deeper into ensuring the brand and branding align, it often helps to:

1. Follow your primary target audience through the experience of discovering and interacting with your product, service, or organization. From advertising and messaging on different channels to actual interaction and transaction to ongoing relationship management.
2. Ask yourself at each point of engagement whether the experience fits what your brand stands for. Does the experience validate the expectations set by the branding?
3. Ask your audience the same questions, but in more relevant terms to them. For example, did they feel you lived up to your promises? Do they like working/shopping/partnering with you? Do they feel that you’ve made a difference, even small, in their lives? Do they feel good about their decision to come to you?

When you ask the right questions internally and externally, you begin to see how well aligned you branding is with your brand, and vice versa. It can help you uncover where you have opportunities to refine your branding along with your brand experience.

If you are interested in exploring how well your brand and branding align, consider a conversation with us at Reuben Rink.